Tourism website promotion: Baidu bidding depth optimization skills help you

Source: Internet
Author: User
Have you ever encountered these questions: why is my keyword price so high? Why is it ineffective to spend so much money? Help increase the investment conversion rate! But some competitors have spent a small amount of money to get better profits than ours?

Why are Baidu bidding and Google bidding, some of which cost less and cost less? Some companies consume hundreds of dollars a day but only have very little results, resulting in a waste of most of the money, there are several core reasons: Intelligent Matching and keyword selection, bidding word guidance, and advertisement landing page selection.

Small and medium-sized travel agencies usually waste a lot of money to participate in Baidu bidding in three aspects: intelligent matching, keyword selection, and landing page selection. The total waste of these items is far behind the direct search result fraud and click of keywords that people often talk about.

First, let's talk about smart matching.

"Smart matching" is the default service provided by Baidu bidding. If you do not cancel it, you agree to it by default. This service is a double-edged sword. It can help you expand your contact with customers and waste a lot of money.

The right side of Baidu's search results, Baidu map, Baidu know, and other Baidu's traffic aggregation functions, and the right side of Google's search results are all ad alliances based on content matching ads, only Baidu and Google websites are members of the Alliance.

The essence of "intelligent matching" is to transform search engine bidding into "advertising alliance ". In this process, the search engine has basically lost the advantage of precisely identifying potential customers.

Enterprises usually have two kinds of bidding mentality. One is to use keyword filtering to obtain active search persons with high business relevance. This is the main understanding of the search engine bidding advertisement; one is that, through extensive keyword matching, more non-active retrieval personnel are exposed, and the latter has great opportunities or speculative nature.

Baidu content alliance partners have a large number of interest-based Active false clicks and induced clicks. Aside from these questions, we only talk about the content matching advertisement model. The content matching advertisement model can indeed increase the contact surface of customers, but the error click Based on curiosity and misunderstanding is also very large, and its accuracy rate of contact with potential customers cannot be compared with the search results. Many enterprises are not aware of this change. They extend their search accuracy impressions and expectations to advertising alliances. ad spending is not used in their own ways, and these enterprises are hard to realize.

It is necessary for travel agencies to understand that the process of accessing more non-active search users through extensive keyword matching is necessarily inefficient and highly wasteful, the high correlation and high initiative of active search with engine keywords are completely incomparable.

Keyword Selection: The key word selection should take enterprise products and services as the core to grasp the customer's search habits and psychology. The core of enterprise network promotion is the enterprise's products, services, and brands. The name terms involving enterprise products, services, and brands naturally become the first choice for bidding. Most of these words are Baidu's popular buzzwords, and some of them have dozens of Yuan of clicks. However, what is the advertising effect of these words. Maybe. Customers looking at the industry, such as air tickets: **, location + **, which of the two terms can bring customers more? Actual result statistics show that. The term Guiyang air ticket is more attractive to customers than ***, And the click price is lower.

Take the travel line business for example. Customers who want to travel will basically select a local travel agency. Generally, local word search is added. For example, in our statistical results, the proportion of customers who enter "Japanese tourism" is very small. However, 90% of the customers who have received the quotation from Nanjing travel service to Japan, Nanjing travel service to Japan, and Nanjing travel service to Japan are target customers. Many of the customers who have lost their visit to Japan are often used to browse tourism information related to Japan. In addition, the word "Japanese tourism" has a high bidding price. Therefore, the travel agency needs to analyze the customer's search habits in detail. At the same time, make judgments based on the average advertising effect. To select a reasonable keyword advertisement scheme.

Alibaba Cloud has won world travel online marketing. Since, it has successively managed search engine promotion services for multiple travel agencies, which not only greatly saves money for travel agencies, but also greatly improves the effect, the real realization of a small amount of money that can not be imagined, making big money. Consult QQ: 79199861

Baidu Bidding Skills

Many customers are now participating in Baidu's bidding rankings. Some practical tips are summarized for the customer's reference:

1. The choice of Guan jianci should take enterprise products and services as the core to grasp the customer's search habits and psychology. The core of enterprise network promotion is the enterprise's products, services, and brands. The name terms involving enterprise products, services, and brands naturally become the first choice for bidding. Most of these words are Baidu's popular buzzwords, and some of them have dozens of Yuan of clicks. However, what is the advertising effect of these words. Maybe. Customers looking at the industry, such as air tickets: **, location + **, which of the two terms can bring customers more? Actual result statistics show that. The term Guiyang air ticket is more attractive to customers than ***, And the click price is lower.

Take the travel line business for example. Customers who want to travel will basically select a local travel agency. Generally, local word search is added. For example, in our statistical results, the proportion of customers who enter "Japanese tourism" is very small. However, 90% of the customers who have received the quotation from Nanjing travel service to Japan, Nanjing travel service to Japan, and Nanjing travel service to Japan are target customers. Many of the customers who have lost their visit to Japan are often used to browse tourism information related to Japan. In addition, the word "Japanese tourism" has a high bidding price. Therefore, the travel agency needs to analyze the customer's search habits in detail. At the same time, make judgments based on the average advertising effect. To select a reasonable keyword advertisement scheme.

2. Select a region. Based on the distribution of enterprise customers, the company uses the bidding advertisement serving area to make judgments so that the advertising is more accurate. Save your business expenses. Many enterprise businesses can only serve in the province, but they are serving nationwide. Although they bring a lot of advertising traffic, they also spend a lot of money. When the input is not proportional to the output, it will complain about the poor network advertisement. I think the problem lies in the advertising area.

3. Time period limit. Traditional Enterprises can select advertising time periods based on their own situations. For example, some products or services can be sold only when offline customers have a more detailed explanation and communication with customers, the advertising period can be limited to the start time, so that when a customer clicks, the customer can get a timely consulting service to deal with the deal, and if it is possible to deal at other times, this is also an advertisement method.

In addition, as a non-daily service consumption, many customers who prefer to do their homework online before traveling enjoy searching and comparing them online at night, most travel agencies work at the same time as other companies. The advertising time is also set to normal working hours, and many non-working customers are missed. According to our statistics, the transaction rate of these customers is very high. In fact, you can also find that the Service consulting time for some enterprises that do well in online tourism is at least 10 o'clock in the evening. We have a customer who deals with nearly 60% of customers at night and receives short-term payments from more than 400 customers at one night.

4. landing page settings: The landing page is the page that you set for each advertisement to go directly to. Most enterprises will select the landing page as the homepage of the site, it takes a while for a customer to enter the home page to click it multiple times to find the information he needs. Moreover, the construction of 98% of enterprise sites is pathological. Customers entering the site cannot quickly find the information they need through a good user experience. In advertising, there is a time limit to impress customers, and customers will give up new choices after a certain period of time. The most basic method is to select the matching information page for the keyword landing page. The landing page of "island tourism" can be the special page of island tourism, click here to find the required information in the shortest time.

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